Strategy and competitive analysis of L'Atelier Des Chefs

Résumé du document

The mission of L'Atelier Des Chefs is to invent new ways to cook, that can be accessible for all who love cooking and have passion for it. For individual customers and professionals too, cooking classes are taught by top chef of famous French restaurants, and adapted at their level. Indeed, with an adapted rhythm for each, L'atelier Des Chefs set up and provides cooking lessons, through a huge range of courses and a "a la carte" service to answer to the expectations of all customers.

We can distinguish our customers in two categories:
-The business customers: these clients can privatize the workshops during the day or the evening. Companies are looking through these events to strengthen the team spirit in a conviviality environment. Moreover, after discovering the concept with their company, they can come-back with their friends or family. It's a double advantage.

-The spare-time customers: unlike the business clientele, which is very homogeneous, there are different types of profile depending on the schedules. Even if they propose several courses focus on international cook, they do not target at all the foreign tourist group.

Extraits

[...] This industry is totally based on the new tendency to cook at home, and the desire of consumers to reconnect with the cooking and basics of the kitchen. Projects have to target the future consumers' expectations and have to emerge quickly. Opportunities and threats III/ Internal Analysis: Resources, Capabilities, Competencies, and Competitive Advantage 1. Capabilities: L'Atelier Des Chefs is leader on the cooking classes with a turnover of 10 million euros in 2010, an increase of 40% compared to 2009. [...]

[...] Molecular cuisine kits are now affordable and let everybody follow the cuisine trends Industrial analysis Fives forces model: The first force is the risk entry of potential competitors which is low thanks to our notoriety. We are assuming that new comers can be a threat but Atelierdeschefs is leader on the French cooking classes market. Its strong and speed development strategy make a competitive advantage in front of new comers. The second one is the bargaining power of suppliers which is low in this industry. Key suppliers are food and kitchenware sellers. In this industry, the power of suppliers relies on the availability of raw materials and components. [...]

[...] They mastered all the techniques and all the different kinds of world cuisines. - Pleasure This is one of the most important objective of L'Atelier des Chefs. Pleasure is omnipresent by using each of our senses with pleasure in the kitchen and plates, and in our eyes Vision of L'Atelier Des Chefs: L'Atelier Des Chefs is the national leader in France on the cooking lessons market. Even if the firm was hit by the crisis, they work harder to keep their leadership by preserving and improving its comparative advantages. [...]

[...] to evaluate the bargaining power of suppliers. The third force consists in the bargaining power of buyers, in the case of the industry in which atelier des chefs is evolving, the power is low.Concerning the B to B market, big firms which order cooking classes for a big amount of employees can negotiate but this kind of customers stays more profitable than individuals. On the to market, the bought quantities are small, and that is why consumers have no influence on the price. [...]

[...] Indeed, with an adapted rhythm for each, L'atelier Des Chefs set up and provides cooking lessons, through a huge range of courses and a la carte” service to answer to the expectations of all customers. We can distinguish our customers in two categories : The business customers : these clients can privatize the workshops during the day or the evening. Companies are looking through these events to strengthen the team spirit in a conviviality environment. Moreover, after discovering the concept with their company, they can come-back with their friends or family. It's a double advantage. [...]